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STB brings quintessentially Singapore experience to life in 5 key cities

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Singapore Tourism Board (STB) is inviting citizens from around the world to experience the "quintessentially Singapore" by launching a series of 3D billboards in certain cities globally. This comes as part of STB’s global campaign “Made in Singapore”, which aims to invite the world to Singapore and experience where the ordinary is made extraordinary. This also aligns with STB’s commitment to being a “Passion Made Possible” destination brand.

Done in collaboration with creative agency BBH Singapore and media agency The Shophouse @ Publicis, the cities involved range from New York City in Times Square to London in Piccadilly Circus. The 3D out-of-home billboards shed light on some of the country’s unique and multifaceted offerings and provide a whimsical take on three iconic Singapore experiences, brought to life in New York, London, Shanghai, Mumbai and Jakarta. The billboards will also be lauched in Ho Chi Minh in April and Manila in May.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from The Shophouse @ Publicis said the campaign runs from February until March 2024, while each market has specific durations.

The spokesperson also said this campaign aims to further extend the talkability of the "Made in Singapore" campaign launched in September 2023 by inciting interest across major cities around the world.

"The billboards showcase the authentic experiences of Singapore through some of its most remarkable scenes and iconic landmarks, such as a city in nature (Gardens by the Bay), quaint peranakan shophouses (Katong-Joo Chiat) as well as the renowned Singapore Chili Crab dish, all brought to life in a playful and whimsical manner to inspire travel to Singapore."

Choo Huei Miin, director, brand, Singapore Tourism Board said: “Leveraging these immersive 3D out-of-home billboards, we aimed to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel.” “We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes,” Miin added. Khairul Mondzi, executive creative director at BBH Singapore, said: “This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences – iconic and lesser-known alike – in an unexpected, surprising way. Forget what you know about gardens, window shopping and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary.”

Don't miss:  Singapore Tourism Board highlights the beauty of SG's hidden gems in new campaign

Back in September 2023, STB unveiled the “Made in Singapore” global campaign to inspire travellers to choose Singapore as their next travel destination. According to STB, the campaign will spotlight quintessentially Singaporean experiences, from attractions to hidden gems.

The desired result of the campaign is to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes. It will roll out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom and United States.

Beyond film and social, the campaign will include in-market activations, industry partnerships, collaborations with content creators, as well as familiarisation trips to immerse media and influencers in "Made in Singapore" experiences.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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Singapore Tourism Board kicks off 2019 with Facebook AR filter and new Action Seekers film

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By Shawn Lim, Reporter, Asia Pacific

January 8, 2019 | 4 min read

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The Singapore Tourism Board (STB) has created an augmented reality camera filter on Facebook to promote Singapore as a constantly evolving travel destination and launched a new film as it ramps up its marketing efforts for 2019.

The Visit Singapore Facebook Filter, which was created by TBWA and creative technology company AliveNow.

The Visit Singapore Facebook Filter, which was created by TBWA and creative technology company AliveNow, allows users to find the most exciting locations around Singapore and transports them there with AR.

Users can take selfies and record videos of themselves and their friends while wearing fun props that are unique to each location’s vibe.

The AR filter is part of STB’s Passion Made Possible campaign, which aims to showcase the country’s entrepreneurial and innovative strengths to the world under a joint branding campaign between its tourism and business-government agencies to market the country to tourists, consumers, investors, and businesses.

Last week, to kick-start its Passion Made Possible campaign activities for 2019, the STB unveiled its new Action Seekers tribe film, which targets visitors who are looking for adventure and sports in Singapore.

The film showcases young athletes being coached by wakeboarder Sasha Christian, mixed martial arts fighter May Ooi, indoor skydiving World Cup champion Kyra Poh and head coach for youth, Football Association of Singapore, Fandi Ahmad.

“Children embody the spirit of Action Seekers – they are fearless, determined, passionate, young and yet capable of greatness. STB is featuring them in our campaign, to bring across the spiritedness of the Action Seekers through the myriad thrills and possibilities Singapore offers,” said Lim Shoo Ling, the director of brand at STB.

“We are further telling the Action Seeker story by profiling our home-grown sporting personalities, who have persevered and defied the odds to realise their passions, while also highlighting the range of experiences and events that Action Seekers can discover in Singapore.”

The Action Seekers campaign also features sporting activities in Singapore like go-karting, skating, wakeboarding, as well as sporting events such as the annual Formula 1 Singapore Grand Prix and HSBC Singapore Rugby Sevens.

STB was one of the recipients of The Drum’s New Year Honors for throwing its weight behind the Crazy Rich Asians movie – the first film by a major Hollywood studio to feature a majority Asian American cast. It was nominated for Best Motion Picture in the comedy category at the 76th Golden Globe Awards.

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• Singapore Tourism Board (STB) Legacy Toolkit

Singapore Tourism Board (STB) has launched its Legacy Toolkit, a Singapore MICE Industry Carbon and Waste Baselining Study and announced its ambition for carbon neutral participation at international tradeshows.

About the singapore tourism board legacy toolkit launch.

Since the launch of the MICE Sustainability Roadmap in 2022, the Singapore Tourism Board has remained steadfast in our commitment to fostering a more sustainable and impactful MICE industry. We are pleased to share that the initiatives we unveil today will not only steer the MICE industry towards a more sustainable future, but also provide tangible ways in which event organisers and planners can make meaningful, lasting impact in Singapore. We will continue to collaborate with stakeholders and uphold our ambition to be the "World’s Best MICE City" Mr. Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board.

The Legacy Toolkit, designed to assist stakeholders to understand legacy and impact and embark on creating their own, contains a clear framework titled ‘FIRM’

What is the Singapore Tourism Board Legacy Toolkit?

Download the singapore tourism board legacy toolkit, the singapore tourism board legacy toolkit in action.

IMEX Frankfurt 2024 will be the first tradeshow where STB is committed to holding itself accountable to robust standards in the journey to carbon neutral participation.

Here are some examples of ways that carbon emissions are reduced or removed at IMEX Frankfurt 2024 thanks to the Singapore Tourism Board effort:

• Choosing direct flights instead of connecting flights.
• Staying in hotels with good sustainability practices/sustainability certifications.
• Working with suppliers with good sustainability practices and engage in supply chain decarbonisation.
• Reusing materials (from a previous show) for the construction of the IMEX Singapore pavilion.
• Choosing to walk or take public transport to the venue.
• All 34 of the Singapore pavilion partners , the highest number of partners we have compared to past editions, were briefed on sustainable best practices and have committed to minimise their carbon footprint , e.g. 80 percent of partners walk, take public transport or the IMEX shuttle bus to the venue.

About the Singapore Tourism Board

https://www.visitsingapore.com/mice/en/

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Singapore Launches Autonomous Shuttle Service, WeRide Robobus Becomes a New Attraction at Resorts World Sentosa

SINGAPORE, July 03, 2024 (GLOBE NEWSWIRE) -- Together with Resorts World Sentosa, and EZ Buzz Pte. Ltd, WeRide launched its Robobus shuttle service at Sentosa in Singapore. This marks the official opening of Singapore's first publicly accessible, L4-level autonomous Robobus route for passenger operations.

The shuttle route spans 1.2 kilometers with four stops along the way, taking approximately 12 minutes to complete. Hotel guests and tourists can board the Robobus at the nearest stop.

Since obtaining Singapore’s M1 and T1 public road licenses for autonomous vehicles in December 2023, WeRide has rapidly deployed the Robobus, setting a new industry benchmark for implementation speed.

On June 20, Mr. Alvin Tan, Minister of State for Trade & Industry, Culture, Community & Youth of Singapore, visited Sentosa with his delegation to inspect and experience the autonomous driving shuttle robobus. He later shared on social media: "Two months ago, I visited WeRide's autonomous technologies at their Headquarters in Guangzhou. Yesterday, I witnessed their AV application here at Resorts World Sentosa!" He also noted that by integrating autonomous vehicle technology, we allow for a more productive use of our limited manpower resources and ensure a more sustainable and scalable transport solution.

As Asia's premier lifestyle destination, Resorts World Sentosa combines Universal Studios Singapore, S.E.A. Aquarium, Dolphin Island, Adventure Cove Waterpark, a cluster of five-star luxury hotels, an integrated resort, multiple theme parks, and numerous celebrity chef restaurants. For ten consecutive years, it has been recognized as the "Best Integrated Resort" by the TGG Travel Awards.

WeRide Robobus is the world's first purpose-built Level 4 autonomous driving minibus, specializing in micro-transit. It has been deployed and operated in nearly 30 cities worldwide, widely used in key cities, major passenger airports, luxury resorts, and popular tourist attractions. Wherever it runs, it becomes a popular spot for visitors to check in and experience.

WeRide's development in Singapore has been remarkably swift and successful. The consecutive commercial deployments of the Robosweeper and Robobus in Singapore once again highlight WeRide's leading position in the global autonomous driving technology field and the replicability of its business model.

In the future, WeRide will continue to collaborate with local partners to bring more validated products and business models to the Singapore and Southeast Asian markets. This will provide efficient and high-quality autonomous driving services to local citizens and tourists, contributing to the development of smart transportation systems in the region.

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/4c728e49-014e-4dc9-ab0d-48fd34929ff6

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STB's latest charm offensive Passion Made Possible: Revisit 5 past tourism campaigns

SINGAPORE - The Singapore Tourism Board's (STB) newest brand campaign - Passion Made Possible - announced on Thursday (Aug 24) aims to move beyond a tourist-centric strategy.

A partnership with the Economic Development Board, the campaign takes a storytelling approach by using local personalities to share tales about their different passions.

The idea is for a "unified" brand that will help market Singapore, be it to tourists or businesses.

Here's a look at past STB campaigns.

Passion Made Possible is the new branding for #Singapore by STB and EDB. Here are previous brandings: http://str.sg/4rr3 Posted by The Straits Times on Thursday, August 24, 2017

1. Instant Asia

The STB's predecessor, the Singapore Tourist Promotion Board (STPB), put much effort and resources into promoting Singapore overseas following its formation in January 1964.

Besides targeting the United States, Australia and Japan as well as rolling out a monthly travel newsletter, STPB also adopted the Merlion as its emblem.

Its first tagline, Instant Asia, was used to convey the idea of Singapore as a holiday destination that combined the sights, tastes and cultures of Asia's main ethnic groups.

2. Surprising Singapore

What followed was a rebranding of Singapore as a "modern city of diverse exotic experiences".

Surprising Singapore was launched in 1984 and ran for 11 years, with the slogan arising from an observation that many tourists were surprised to find Singapore different from what they had expected.

An article in The Straits Times in 1979, several years before the launch of the campaign, noted: "Visitors often express surprise over the city's clean and green image, its safe streets and the quality of the hotels and their services."

3. New Asia - Singapore

To signal the start of a new era when Singapore harboured ambitions of becoming a tourism capital by the 21st century (Tourism 21), Surprising Singapore became New Asia - Singapore in 1995.

This was meant to depict the country as a place where tradition mingles with modernity in a East meets West setting.

The following year, an initial budget of S$600 million was approved by the Government to realise three of the six key recommendations put forth in the Tourism 21 plan - developing Chinatown, setting up a new tourism development assistance scheme and creating a mega exhibition centre.

The STPB was renamed STB in November 1997, reflecting its new role as overall coordinator and champion for tourism in Singapore.

4. Uniquely Singapore

Following the outbreak of severe acute respiratory syndrome (Sars) in 2003 which affected tourism, the STB decided that a change in strategy was in order in 2004 to maintain Singapore's share of the tourism pie.

Thus, Uniquely Singapore, which aimed to offer products and services that showcase the distinctness of Singapore, was born.

The campaign was promoted aggressively overseas, with celebrity ambassadors, including singer- songwriter JJ Lin, appointed to spread the word. Key attractions highlighted include Orchard Road, the Singapore Zoo and the various heritage districts.

Events such as the Singapore Food Festival and Great Singapore Sale also took centre stage.

5. YourSingapore

Launched in March 2010, YourSingapore aimed to tap into the country's highly concentrated mix of dining, shopping and cultural attractions.

An interactive website was launched to facilitate the customisation of tours and booking of flights and accommodation.

This period also saw STB tailor its campaigns for different markets such as China, India, Australia and the Philippines.

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IHG Signs Deal for First Kashmir Hotel

IHG Hotels & Resorts will open its first hotel in Kashmir, voco Srinagar, in late 2026, featuring 95 rooms, diverse dining, and meting facilities – marking the sixth voco hotel in India.

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The Landmark Mandarin Oriental Hong Kong  is partaking in  Landmark’s transformative project ‘Tomorrow’s Central’. Guests will have convenient access to 10 world-class luxury Maison destinations, over 200 additional exceptional retail experiences and more than 100 gastronomic offerings. The hotel’s refurbishment is scheduled to begin in November 2024 but the hotel will continue to operate its seven Michelin stars on the seventh floor, namely the  Amber and  SOMM  under Chef  Richard Ekkebus , plus the  Sushi Shikon  and  Kappo Rin . Two new dining and bar concepts will be reintroduced. The guestrooms and suites are going to be artfully refreshed to complement the overall elevated offerings, while  The Oriental Spa  will have new and revitalizing facilities.  Hong Kong  designer  Joyce Wang  was appointed to oversee the design phase. All this is being done ahead of next year’s celebration of the hotel hitting its 20th anniversary. The hotel is owned by  Hongkong Land .

IHG Hotels & Resorts  announced they signed a management agreement with  Geeland Residency  for  voco Srinagar , which will be IHG’s first hotel in  Kashmir . The hotel is scheduled to open in the fourth quarter of 2026 and marks the sixth voco hotel being developed in  India . The voco Srinagar will be located in the upmarket commercial area of the city, within a two hour driving distance from  Gulmarg ,  Pahalgam  and  Sonmarg . The hotel will feature 95 rooms, diverse dining options including all-day dining and a pool deck and a fitness center pool. There will be options available for MICE. IHG currently has 45 hotels operating across five brands in India with a pipeline of 50 hotels due to open in the next 3-5 years.

Grand Hyatt Singapore , located along  Scotts Road  in the prime  Orchard Road area, is set to reopen on July 10 following the completion of the first phase of a multi-year transformation. The hotel closed for renovations in September 2022 and will be reopened now in stages, beginning with the revamped  Terrace Wing , fitness center and pool, local cuisine restaurant  Straits Kitchen  and  Brix  bar. The hotel offers 292 rooms starting from 452 square feet and includes three presidential suites spanning around 2,713 square feet. Poolside restaurant  Oasis  will reopen in August followed by  Pete’s Place . In October, the hotel will launch  Le Pristine Singapore , which replaces  Mezza9 along with a refreshed  Martini Bar . The hotel’s  Grand Wing remains closed for refurbishment and is slated to reopen in 2025. Upon completion, Grand Hyatt Singapore will offer a total of 699 rooms and other facilities, including a wellness hub and a new  Grand Club Lounge .

The  Suasana Suites Johor Bahru  has rebranded as  Shama Suasana Johor Bahru , unveiling a new chapter. This introduces the Shama brand to  Malaysia . The Shama Suasana Johor Bahru is strategically located adjacent to the  Zenith Lifestyle Center  and across  KOMTAR JBCC  and  City Square Johor Bahru . The hotel features 87 elegantly designed suites equipped with modern amenities, spacious living areas, and fully equipped kitchenettes. A state-of-the-art fitness center and swimming pool round out the amenities. This is the second collaboration between  ONYX Hospitality Group  and  UMLand , the hotel’s owner. Malaysia is now the first country outside of  Thailand  to host all three ONXY brands:  Amari ,  OZO  and  Shama .

Marriott International  and  Ideal Property Group  will team up to open the second Marriott brand hotel and residences in  Penang  by 2029, namely the  Penang Marriott Hotel Queens Waterfront  and  Marriott Residences Queens Waterfront in  Bayan Lepas . Ideal Property Group will be the developer, while Marriott International will be the operator. The first Marriott brand to open its doors on the Malaysian island was the  Penang Marriott Hotel  which opened in April while the  Penang Marriott Executive Apartments  will open later this year. The Penang Marriott Hotel Queens Waterfront and Marriott Residences Queens Waterfront are part of Phase 4 in the  Queens Waterfront master plan. The 28-story hotel will offer 262 hotel rooms, while the 19-story branded residences will provide 228 residential units.

South Korea’s  foreigner-only casino operator  Paradise Group  said they will develop a new all-suite flagship hotel in  Seoul  as part of a revamped strategy to attract more international high rollers to its properties. Paradise Group’s new strategy is called “Beyond No. 1, Paradise Value Up Project. The company will place a particular focus on Chinese tourists as they expect that market to continue its recovery in the months and years ahead. The new Seoul hotel will not open until 2028 and will stand 18 floors high, span 13,950 square meters with around 200 suites and offer premium services for foreign VIPs, luxurious Korean-style cuisine and wellness amenities. Paradise will have a new gaming space designed specifically for high rollers, spanning 383 square meters at the company’s Seoul casino,  Paradise Walkerhill , slated to open in December. Its four casinos in Seoul,  Incheon ,  Busan  and  Jeju  will become better aligned by integrating their operating systems to optimize marketing efforts. Paradise has nothing to lose but more money considering nothing else has worked to make their casinos successful.

The Erawan Group  is expanding beyond its luxury roots in Thailand by doubling down on budget accommodation. The company has earmarked 10 billion baht (US$272 million) over the next six years to expand its  Hop Inn  chain to 150 hotels across  Asia Pacific  from 59. The group is targeting a fourfold rise in revenue from its budget segment, which currently makes up 12% of group sales, by 2030.

Caravan Hotel , managed by  Elite Hospitality & Management , is located in the  Daun Penh District  of  Cambodia . It offers 93 rooms and suites and is set to become a premier destination for travelers. Amenities include meeting rooms, a lounge, spa, gym, skybar and rooftop pool.

Personnel Moves

H World Group Limited  said Mr.  Shangzhi Zhang  will step down as a Director and serve as an Observer of the Board of Directors effective July 2, 2024. Ms.  Jie Zheng , a Senior Advisor to the company and a Supervisory Board Member of  Steigenberger Hotels GmbH , a subsidiary of the company, will serve as an Executive Director of the Board, effective on the same date.

Companies: IHG Hotels & Resorts , Elite Hospitality , Erawan Group , Grand Hyatt , H World International , Hongkong Land , Hop Inn , Ideal Property Group , Mandarin Oriental , Marriott Hotels , Marriott International , ONYX Hospitality Group , Paradise Group , Shama , UMLand , Voco

Locations: Cambodia , Hong Kong , Kashmir , Malaysia , Penang , Seoul , Singapore , Thailand

Indonesia Is 17% Below Its 2019 Level of Foreign Visitation

In May, Indonesia saw a 20.1% year-over-year rise in foreign tourist arrivals to 1.15 million, with hotel occupancy reaching 54%, the highest since December 2023.

Vietnam Int’l Visitor Arrivals Grow 58% in First Half of 2024

International visitor arrivals to Vietnam increased by 58.4% to over 8.8 million in the first half of 2024, with South Korea being the largest source market.

Fitch Upgrades Its APAC Outlook

Fitch Ratings revised its 2024 outlook for APAC lodging to improving from neutral due to robust recovery in travel and RevPAR in 1Q24, anticipating strong rebound in China’s outbound tourism to support overall APAC hotel occupancy and growth.

Thailand Extends Hotel Fee Waiver to Boost Tourism

Thailand’s cabinet extended a waiver on operating fees for hoteliers for two more years to support the tourism sector’s recovery from Covid-19.

Australia Will Have Record Tourism Economic Impact in 2024

The World Travel & Tourism Council forecasts that Australia’s travel and tourism sector will contribute a record $265.5 billion to the economy in 2024, with expectations to surpass $345 billion by 2034.

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Singapore Tourism Board’s refreshed campaign to drive tourism growth

Singapore Tourism Board (STB) will be refreshing its Passion Made Possible (PMP) campaign, which is expected to be the impetus to maintain the momentum of tourism recovery.

During the Travel Industry Conference on April 5, STB chief executive Keith Tan expressed confidence “we can sustain the momentum of growth” based on the destination having “already crossed over 2.9 million visitors in 1Q2023, each staying an average of 3.97 days”.

Sharing more details on PMP 2.0, Chang Chee Pey, assistant chief executive, marketing group, told TTG Asia a review of the marketing strategy had been done in 2021 – in consultation with experts in travel, tourism, and marketing – to “future-proof Singapore’s desirability as a destination and support our longer-term tourism strategy”.

“With rapidly evolving consumer behaviour, Singapore must remain well-positioned to cater to the needs of future travellers,” Chang added.

STB’s refreshed marketing strategy is to tell a great Singapore story by “sharpening this narrative” and giving strong reasons for travellers to visit based on six propositions, namely World’s Best MICE City, Culinary Capital, Family Playground, Twice the Fun, City that Connects, and Travel Well.

Chang explained: “Each of these six positionings is supported by a mix of products and experiences. They have the most potential to grow visitor arrivals, as well as impact visitor spend and length of stay in Singapore.

“The positionings will be rolled out progressively, with the World’s Best MICE City positioning campaign set to launch later this year. More details on the other positionings will be available at a later stage.”

Elaborating on the MICE positioning, Chang noted: “We want Singapore to be recognised globally for the strong fundamentals that make us a key MICE hub, such as our strategic location, vibrant business culture, excellent infrastructure, stable governance, and stellar track record in delivering high-quality events.”

As for Culinary Capital, the vision is for Singapore to be known as a world-class food destination that constantly innovates.

“We want to be recognised for our distinctive local cuisine and diverse dining scene, helmed by reputable bars and restaurants with talented bartenders and chefs. Singapore will host the World’s 50 Best Bars 2023 later this year, which will be held in Asia for the first time. We also had a strong showing in Asia’s 50 Best Restaurants for 2023, with nine restaurants making the cut and eleven bars in Asia’s 50 Best Bars 2022,” he added.

Chang pointed out that Singapore is one of the world’s safest and cleanest cities, coupled with world-class and diverse family-friendly attractions and experiences, citing Disney Cruise Line homeporting a new Disney Cruise ship in Singapore exclusively for five years, as an endorsement of the Family Playground status.

Twice the Fun will aim to deliver “an exciting city that offers year-round leisure events, entertainment, retail, and nightlife experiences that appeal to Early Careers” by curating and developing “a range of attractive tourism and lifestyle offerings that appeal to travellers across ages, interests and passions”.

In addition, STB will maintain a full calendar of events, such as world-class sports, arts, culture, and food, on top of Singapore’s exciting nightlife including outdoor cinemas and night admissions to museums, to add vibrancy to the garden city.

City that Connects will promote Singapore as a multi-cultural hub and a global city with excellent connectivity to Asia and the rest of the world, in particular to South-east Asia, while Travel Well aims to have Singapore become a sustainable city and urban wellness haven.

Chang observed: “Earlier this year, we were certified under the GSTC (Global Sustainable Tourism Council) Destination Criteria, which affirms that Singapore is on the right track to become a sustainable urban destination, where large experiences come with small footprints.

“In wellness, we will establish Singapore as a destination that provides holistic well-being and accessible must-do experiences that leave visitors feeling better than when they arrived. For both sustainability and wellness, we will continue to invest in new products and experiences.”

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Govt to invest S$500 million to help tourism sector recover, aims to position S'pore as 'urban wellness haven'

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SINGAPORE — In a bid to reel in travellers after Singapore eased border restrictions earlier this month, the Government has set aside half a billion dollars to support the tourism sector's recovery from the pandemic.

• The Government is investing S$500 million to help the tourism sector recover
• The money will go into supporting and sustaining strategic manpower capabilities and offsetting business costs, among others
• Plans to revitalise the industry include a new festival that promotes wellness in June, as well as a new integrated board sports facility along Orchard Road

Kimberly Lim

Speaking on Wednesday (April 6) at an industry conference, Mr Alvin Tan, Minister of State for Culture, Community and Youth, said that the investment will go into supporting and sustaining "strategic manpower capabilities in the sector, offset business costs and amplify our international recovery plans".

"Looking ahead, while the outlook for international travel is hopeful, we must remain agile and be prepared to face challenges and setbacks that may come our way," he added.

"With the experience and learning that we have gained in the past few years, I am confident that we will be able to emerge stronger together." 

The plans to revitalise the tourism industry include a new festival that promotes wellness in June, as well as a new integrated board sports facility along Orchard Road. The facility is part of a move to remake the shopping belt into a lifestyle destination. 

The facility, which will be called Trifecta, will allow visitors to skate, surf, ski and snowboard, the Singapore Tourism Board's chief executive Keith Tan said at the conference, which was attended by industry leaders.

The announcement came shortly after Singapore eased its cross-border controls for Covid-19 from the start of this month. 

Plans to revitalise Orchard Road have been ongoing, despite the Covid-19 pandemic, Mr Keith Tan said at the same conference.  

"We must focus on raising the 'delight' or 'fun' quotient of the events and experiences here in Singapore.

"Don’t just rely on formulas or templates that worked in the past. We must come up with innovative ways to enable our events, experiences and offerings to surprise and stand out," he added.

In 2019, the Urban Redevelopment Authority introduced the Strategic Development Incentive scheme to drive the redevelopment of older buildings and turn them into more productive mixed-use developments — by allowing developers to increase their gross floor area, among other things, if they have proposals that transform the precinct. 

That year, a ministerial committee working on the Government's plans to rejuvenate the well-known shopping belt in Singapore eventually came up with Design Orchard, an incubation space for homegrown brands, among other projects.

Mr Keith Tan of STB added that the Government will "double-down" its efforts for SingapoReimagine, its international recovery campaign to welcome travellers by realising their passion for travel "through fresh and innovative experiences" in Singapore. 

"While it will take a few years for international demand for travel to return to pre-pandemic levels, we need to effectively recapture the pent-up travel demand in the immediate term so that we can speed up our tourism recovery," he said.

Several growth areas for Singapore tourism have been identified, including becoming a sustainable urban destination, as well as positioning itself as an "urban wellness haven".

"Post-pandemic, we want Singapore to be seen as a destination with a wide range of accessible experiences that support the holistic well-being of our leisure and business visitors," the STB chief said.   

Tourism recovery

• STB will be launching a new incentive programme to offer visitors a complimentary experience when they visit Singapore, in order to give visitors “hidden gem” surprises so that they may experience more of Singapore in an unexpected way
• The agency will intensify regional and global partnerships to feature Singapore. Such partners would include online travel agents such as Expedia and Traveloka, as well as aviation partners such as Singapore Airlines
• It will also grow the country's position as a node for business tourism by drawing business events that are relevant to the needs of the future, such as those involved in sustainability, urban solutions, food security, energy security, financial technology and advanced manufacturing

Tourism Sustainability Programme

• A new Tourism Sustainability Programme will be launched to provide tourism businesses with resources to identify strategic areas to embark on or expand sustainability efforts. It will focus on three main areas: Capability and growth, innovation, and education and awareness 
• The programme will support capability building through training, as well as to provide grants to businesses
• Through the Singapore Tourism Accelerator, the Government will support the development and test-bedding of innovative sustainable solutions

An urban wellness haven

• In 2019, the global wellness tourism market was estimated at more than US$720 billion (close to S$990 billion). This figure is projected to grow over the next five years to reach US$1.1 trillion by 2025 
• Singapore has many opportunities to curate wellness experiences and leverage its identity as a "City in Nature" , Mr Keith Tan said, referring to the Government’s vision and goal for the country  to create a liveable and sustainable home for its people by increasing green spaces
• A 10-day Wellness Festival Singapore, which is focused on wellness and mindfulness, is slated to be launched in June. It will include a multi-sensory pop-up space at Gardens by the Bay, along with wellness masterclasses that offer a series of art, wellness and mindfulness programmes at the National Art Gallery of Singapore

Singapore's 'fun' quotient 

• Homegrown brand Mr Bucket Chocolaterie will launch a new Chocolate Factory concept later this year at the Dempsey Road dining enclave. It will feature Singapore’s first build-your-own chocolate bar section, with distinctive Asian flavours 
• Later in 2022, Gardens by the Bay will launch a new attraction called Avatar: The Experience, which is based on the 2009 Hollywood movie

Ready for the future

• STB is piloting proof-of-concepts for "extended reality", which encompasses augmented, mixed and virtual reality. To do this, it launched a grant call earlier in February called "The Next Experience"

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Singapore Tourism Board’s refreshed campaign to drive tourism growth

Singapore Tourism Board (STB) will be refreshing its Passion Made Possible (PMP) campaign, which is expected to be the impetus to maintain the momentum of tourism recovery.

During the Travel Industry Conference on April 5, STB chief executive Keith Tan expressed confidence “we can sustain the momentum of growth” based on the destination having “already crossed over 2.9 million visitors in 1Q2023, each staying an average of 3.97 days”.

Sharing more details on PMP 2.0, Chang Chee Pey, assistant chief executive, marketing group, told  TTGmice a review of the marketing strategy had been done in 2021 – in consultation with experts in travel, tourism, and marketing – to “future-proof Singapore’s desirability as a destination and support our longer-term tourism strategy”.

“With rapidly evolving consumer behaviour, Singapore must remain well-positioned to cater to the needs of future travellers,” Chang added.

STB’s refreshed marketing strategy is to tell a great Singapore story by “sharpening this narrative” and giving strong reasons for travellers to visit based on six propositions, namely World’s Best MICE City, Culinary Capital, Family Playground, Twice the Fun, City that Connects, and Travel Well.

Chang explained: “Each of these six positionings is supported by a mix of products and experiences. They have the most potential to grow visitor arrivals, as well as impact visitor spend and length of stay in Singapore.

“The positionings will be rolled out progressively, with the World’s Best MICE City positioning campaign set to launch later this year. More details on the other positionings will be available at a later stage.”

Elaborating on the MICE positioning, Chang noted: “We want Singapore to be recognised globally for the strong fundamentals that make us a key MICE hub, such as our strategic location, vibrant business culture, excellent infrastructure, stable governance, and stellar track record in delivering high-quality events.”

As for Culinary Capital, the vision is for Singapore to be known as a world-class food destination that constantly innovates.

“We want to be recognised for our distinctive local cuisine and diverse dining scene, helmed by reputable bars and restaurants with talented bartenders and chefs. Singapore will host the World’s 50 Best Bars 2023 later this year, which will be held in Asia for the first time. We also had a strong showing in Asia’s 50 Best Restaurants for 2023, with nine restaurants making the cut and eleven bars in Asia’s 50 Best Bars 2022,” he added.

Chang pointed out that Singapore is one of the world’s safest and cleanest cities, coupled with world-class and diverse family-friendly attractions and experiences, citing Disney Cruise Line homeporting a new Disney Cruise ship in Singapore exclusively for five years, as an endorsement of the Family Playground status.

Twice the Fun will aim to deliver “an exciting city that offers year-round leisure events, entertainment, retail, and nightlife experiences that appeal to Early Careers” by curating and developing “a range of attractive tourism and lifestyle offerings that appeal to travellers across ages, interests and passions”.

In addition, STB will maintain a full calendar of events, such as world-class sports, arts, culture, and food, on top of Singapore’s exciting nightlife including outdoor cinemas and night admissions to museums, to add vibrancy to the garden city.

City that Connects will promote Singapore as a multi-cultural hub and a global city with excellent connectivity to Asia and the rest of the world, in particular to South-east Asia, while Travel Well aims to have Singapore become a sustainable city and urban wellness haven.

Chang observed: “Earlier this year, we were certified under the GSTC (Global Sustainable Tourism Council) Destination Criteria, which affirms that Singapore is on the right track to become a sustainable urban destination, where large experiences come with small footprints.

“In wellness, we will establish Singapore as a destination that provides holistic well-being and accessible must-do experiences that leave visitors feeling better than when they arrived. For both sustainability and wellness, we will continue to invest in new products and experiences.”

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Singapore Tourism Awards 2024: 27 exceptional recipients celebrated for contributions to tourism excellence

Singapore, 28 June 2024 – 27 outstanding individuals and organisations were recognised at the Singapore Tourism Awards 2024 for delivering exceptional experiences and enterprise excellence in the tourism sector. Organised by the Singapore Tourism Board (STB), the prestigious ceremony was held at Raffles City Convention Centre and the Guest of Honour was Mr Lawrence Wong, the Prime Minister and Minister for Finance.

STB honoured seven recipients for the Top Awards, while 20 recipients[1] were selected from 83 finalists[2] nominated for the categories of Experience Excellence (Leisure/MICE) , Enterprise Excellence and Customer Service Excellence . The Awards aim to raise the sector’s competitiveness by motivating individuals and organisations to create compelling experiences and adopt best practices, so as to deliver exceptional experience and service to visitors.

STB Chief Executive Ms Melissa Ow said, “ Congratulations to all the award recipients and finalists of the Singapore Tourism Awards 2024. Their contributions and dedication to tourism are an inspiration to others. 2024 marks Singapore Tourism Board’s 60 th anniversary, and their achievements exemplify the remarkable passion and commitment of our people who have shaped Singapore’s dynamic tourism sector over the past six decades. Their success inspires new benchmarks for excellence.”

7 recipients for Top Awards Five individuals and two organisations were honoured under the Top Awards categories.

Mrs Pamelia Lee , a pioneering figure in Singapore’s tourism scene since 1978, was conferred the Awards’ highest accolade, Lifetime Achievement for Outstanding Contribution to Tourism , in recognition of her enduring legacy. Throughout her illustrious career spanning several decades, Mrs Lee demonstrated unparalleled vision and ambition in shaping Singapore’s tourism landscape. During her tenure with STB, she spearheaded the development of groundbreaking projects, including the first tourism masterplan in the 1980s – ranging from the conservation of key heritage buildings like CHIJMES and Raffles Hotel, the historic Civic District and cultural precincts such as Chinatown, Little India and Kampong Gelam, to the relocation of the iconic Merlion, leaving an indelible mark on retaining Singapore’s heritage.

Mr Ron Tan , Executive Chairman & Group Chief Executive Officer of NEON Group, was awarded Outstanding Tourism Entrepreneur for his leadership in pioneering immersive experiences through successful partnerships with renowned international studios such as Disney, Marvel, and Warner Bros. His visionary leadership not only enhanced Singapore's global brand positioning but also introduced a series of world-class leisure events to our tourism offerings – including Avatar: The Experience , the upcoming Impressions of Monet , and Harry Potter :  Visions of Magic – further strengthening Singapore’s appeal as an attractive destination for our visitors.

Ms Lynette Tan , CEO and Chairwoman of Space Faculty Asia, was awarded the Best Business Event Champion for her advocacy of Asia’s deep-tech sector. Her passion for Science, technology, engineering, and mathematics (STEM) and vision for building future global leaders led to partnerships unlocking access to top business congresses, and her successful bid for the World Robot Olympiad International Finals 2025 put Singapore on the world stage. As a member of STB’s Conference Ambassador Programme, Ms Tan actively promotes Singapore’s strengths internationally through her extensive network.

Additionally, four recipients were each honoured with the Special Recognition award for their outstanding creativity, innovative best practices, and significant contributions to the tourism sector.

• Mr Kung Teong Wah , General Manager of PARKROYAL COLLECTION Pickering, Singapore, is a dedicated advocate for digital transformation within the hospitality industry. He actively seeks out and pilots new technologies, securing hotel owners’ buy-in to implement personalised, data-driven initiatives aimed at enhancing guest experiences. He has also spearheaded collaborations with start-ups to explore AI marketing initiatives and improve guest navigation within and around the hotel.
• Widely recognised as the “grandfather of Singapore’s heritage cuisine”, Mr Damian D'Silva , chef and owner of Rempapa , is a passionate advocate for Singapore’s food heritage, tradition, and culture. In addition to serving on the judging panel of the reality competition show MasterChef Singapore since 2018, Chef Damian has contributed to various productions and projects that showcase Singapore’s rich culinary heritage.
• Changi Airport Group (CAG) played a pivotal role in facilitating the strong rebound in tourist arrivals. CAG swiftly resumed operations in all its four terminals in 2022 to accommodate the surge in travel demand. It rapidly restored its links and flight capacity to other cities, while launching a Global Recovery Campaign with STB and Singapore Airlines. In addition, CAG has consistently demonstrated excellence and dedication in innovation, service, operational efficiency and infrastructure development, including the revamp of Terminal 2 to introduce new experiences for passengers and visitors, enhancing the destination attractiveness of Singapore.
• The Singapore Airlines (SIA) Group , including SIA, Scoot, Pelago and Kris+, is recognised for its exceptional contributions to Singapore’s strong tourism recovery. The SIA Group was among the first to resume services and ramp up capacity, capturing pent-up demand as air travel returned. It also worked closely with the tourism sector to raise awareness of Singapore as an attractive destination and drive exploration of all it has to offer. Additionally, the SIA Group has consistently exemplified mastery and commitment in innovation, cabin products development, service and operational efficiency, raising the profile of Singapore globally.

Recognising the best in tourism 20 individuals and organisations were also honoured for their outstanding achievements and dedication across the Experience Excellence (Leisure/MICE) , Enterprise Excellence and Customer Service Excellence categories.

The Sundowner Nature Experience Centre ’s flagship tour, the Rooftop Farm Experience , was named Outstanding Tour Experience for its refreshing "farm-to-table" concept. A hidden gem nestled in the eclectic Siglap neighbourhood, the tour seamlessly integrates organic gardening, close encounters with honeybees and critters, curated honey tastings, and heartfelt conversations over handpicked herb drinks.

XIU Nature Connections received the Outstanding Wellness Experience award for the second consecutive year, this time for its Morning Forest Bathing experience in Bird Paradise – an innovative partnership that contributes to Singapore’s vision as a leading urban wellness haven. The unique wellness journey allowed participants to connect with nature through an immersive session, concluding with a signature forest tea sharing amidst birds and trees.

Constellar Exhibitions Pte Ltd received the Outstanding Event Organiser (MICE) award for its orchestration of the Agri-Food Tech Expo Asia (AFTEA) and the Singapore FinTech Festival (SFF) in 2023. Its innovative initiatives and focus on local produce provided distinctive experiences for delegates, leading to significant growth for AFTEA and record participation at SFF. A strong supporter of the Meetings, Incentives, Conventions and Exhibitions (MICE) industry in Singapore’s post-pandemic recovery, Constellar reinforces our position as the ‘World’s Best MICE City’ with the quality events they brought in. It has also been conferred the Exceptional Achievement award for achieving the Outstanding Event Organiser three years in a row (2022, 2023, 2024).

Mandai Wildlife Group’s 'Take Off to Paradise' campaign was recognised with Outstanding Marketing Idea , for showcasing excellence from conceptualisation to execution. The campaign effectively established the newly opened Bird Paradise as a must-visit attraction for both locals and visitors through innovative and diverse use of media channels, delivering increased visitor attendance and high net promoter scores.

Please refer to:

• Annex A for a full list of the award recipients and finalists of the Singapore Tourism Awards 2024.
• Annex B for citations for the Top Awards recipients of the Singapore Tourism Awards 2024.

Photo highlights from the awards ceremony will be available here from 28 June, 2200h. Please credit the images to: Singapore Tourism Board.

[1] Recipients were selected through rigorous assessments, including evaluations by a panel of prominent and well-established judges, mystery audits and behavioural interviews.

[2] Finalists were selected by STB from nominations submitted by businesses and stakeholders, based on their achievements in 2023.

About the Singapore Tourism Awards Organised by the Singapore Tourism Board (STB), the Singapore Tourism Awards brings together Singapore's tourism sector to celebrate individuals and organisations that best deliver exceptional experiences and achieve enterprise excellence. The Awards is an integral part of STB's efforts to raise the Singapore tourism sector's competitiveness and service quality by motivating organisations and individuals to create compelling experiences or adopt best practices. For more information, visit  www.singaporetourismawards.com .

About the Singapore Tourism Board The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

More: www.stb.gov.sg or www.visitsingapore.com | Follow us: STB LinkedIn , STB Facebook or STB Instagram

About the Organisation

What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.

• Increase no. of sailings to/from Singapore
• Increase no. of foreign cruise passengers to Singapore through sailings to/from Singapore
• Increase no. of pre/post nights for cruise passengers sailing to/from Singapore
• Increase capability of industry players via cruise-specific industry training programmes
• Strengthen the potential/ attractiveness of cruising in Singapore and/or Southeast Asia

Is the project able to achieve one or more of the following?

• Improve visitor satisfaction (especially foreign visitors)
• Increase footfall
• Increase revenue
• Significant branding and PR value

Is the project able to attract foreign visitors and contribute to foreign visitors' spend?

Who will be the main target audience of your project, is your project innovative and/or a new event in singapore with tourism potential, what best describes your project, does the event have proven track records in singapore or overseas, and/or growth in tourism value such as growing foreign visitorship, and/or enhancement of precinct vibrancy etc, does the project have a clear tourism focus (e.g. tourism-related trainings, tourism companies taking on capability development initiatives or technology companies creating technology products and services for the tourism businesses), what best describes your market feasibility study project.

Based on your selection, the following STB grant/s may be applicable for your project:

Please note that projects that have commenced prior to Singapore Tourism Board's offer may not be eligible for grant support. Examples where projects are deemed as having commenced include:

• Applicant has started work on the project e.g. tender has been called.
• Applicant has made payment(s) to any supplier, vendor or third party.
• Applicant has signed a contractual agreement with any supplier, vendor or third party.